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7 Up branding (1976–79)

Contributed by Stephen Coles on Jul 1st, 2013. Artwork published in .
    7 Up branding (1976–79) 1
    Source: https://www.chicagoreader.com License: All Rights Reserved.

    In the mid 1970s, 7 Up (AKA 7UP or Seven-Up) was one of the fastest-growing soft drink brands. Much of that success may be due to their extraordinary marketing campaigns featuring art from big names like John Alcorn, Charles White, III and Milton Glaser and the ambitious “United We Stand” series of cans featuring 50 different designs.

    Thomas Miller at Morton Goldsholl designed the packaging for this period with the logo set in Futura Dot, a Photo-Lettering typeface that has been digitized by Harold Lohner as Fortuna Dot.

    In 2000 interview, Miller says his work at Morton Goldsholl was often a simple visual representation of a concept. His Motorola logo (still in use today) represented an oscillograph, while the 7 Up logo and packaging translated soda bubbles into dots.

    7 Up branding (1976–79) 2
    Source: https://www.architecturaldigest.com James Prinz Photography. License: All Rights Reserved.
    7 Up letterhead with response to a request for the 1977 “Uncola Poster Offer” featuring designs from prominent artists like John Alcorn, Pat Dypold, Kim Whitesides, Milton Glaser, and Charles White, III.
    Source: http://www.flickr.com Photo by Bob Treat. License: All Rights Reserved.

    7 Up letterhead with response to a request for the 1977 “Uncola Poster Offer” featuring designs from prominent artists like John Alcorn, Pat Dypold, Kim Whitesides, Milton Glaser, and Charles White, III.

    Flat can label from the “United We Stand” promotion celebrating the US Bicentennial. 50 different cans were released featuring the states. When stacked, the pattern on the backside of the cans created an image of Uncle Sam (see below).
    Source: http://www.flickr.com Photo by Jason Liebig. License: All Rights Reserved.

    Flat can label from the “United We Stand” promotion celebrating the US Bicentennial. 50 different cans were released featuring the states. When stacked, the pattern on the backside of the cans created an image of Uncle Sam (see below).

    7UP ad from 1977.
    Source: http://www.flickr.com Photo by Bob Treat. License: All Rights Reserved.

    7UP ad from 1977.

    7 Up branding (1976–79) 6
    Source: http://www.bevreview.com Image via BevReview using photos from CanMuseum.com. License: All Rights Reserved.
    A 7Up can from 1976. Some sources say this logo was used on cans from 1972–76, others dispute that.
    Source: http://web.archive.org License: All Rights Reserved.

    A 7Up can from 1976. Some sources say this logo was used on cans from 1972–76, others dispute that.

    7 Up branding (1976–79) 8
    Source: http://www.bevreview.com Image via BevReview using photos from CanMuseum.com. License: All Rights Reserved.
    Ad in July 1979 issue of Seventeen magazine. Clearface Gothic with an altered ‘R’ inspired by the ‘K’.
    Source: http://justseventeen.tumblr.com Image: Just Seventeen. License: All Rights Reserved.

    Ad in July 1979 issue of Seventeen magazine. Clearface Gothic with an altered ‘R’ inspired by the ‘K’.

    7 Up branding (1976–79) 10
    Source: https://twitter.com License: All Rights Reserved.
    7 Up branding (1976–79) 11
    Source: https://twitter.com License: All Rights Reserved.
    7 Up branding (1976–79) 12
    Source: https://twitter.com License: All Rights Reserved.
    7 Up branding (1976–79) 13
    Source: https://twitter.com License: All Rights Reserved.

    Typefaces

    • Futura Dot
    • ITC Avant Garde Gothic
    • Futura
    • Bookman
    • Clearface Gothic

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    5 Comments on “7 Up branding (1976–79)”

    1. For what it’s worth, that’s the pre-ITC version of Bookman, the post-metal one that appeared in the sixties with all the crazy swashes.

    2. Thank you, Mark, always appreciated! I fixed the attribution.

    3. Paul Perdue says:
      Mar 12th, 2016 4:16 am

      I have two photo albums called “Uncola Art” on my Facebook photo album page, if you’re interested. They cover the years 1968–72 and 1973–77.

    4. Hi Paul, sounds interesting! Unfortunately, these albums are not publicly accessible.

    5. I love the packaging design created with Futura Dot—so fun and evocative of its era.

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